Customers place more value on authenticity and honesty and want to see real things. Covid impacted all users in more ways than one. Inclusivity has been a big part of the value system at Kaya.

It?s time we enter a new era where you define being beautiful. The choices and decisions you stand by make you beautiful, and that's why, at Kaya, we genuinely believe that #BeautifulisYou.

The challenge for such a campaign to be carried through required ensuring every touch point was aligned with the core messaging thought. Starting from CRM, performance marketing, social media teams, staff and partners had to embody the same spirit.

India?s transgender community has been overlooked and underserved in every aspect of life. At Kaya, we have taken the first step towards dissolving the differences with a follow-through campaign, creating employment, providing upskilling, and ensuring gender-inclusive and sensitised services and workplaces for trans people. So that we can co-create the safe and beautiful world they have always deserved. Taking it to the next level required a bit of bravery and pushing the envelope to walk the talk.

A data deluge is inevitable with so many sources of inbound channels. Everything is telling something new. Getting to a single view of the customer to know the preferences and red flags is the starting point for creating relevant content pieces and serving customers.

Superpowers?

We have an idea. It is not a power ring, nor does it shoot laser from its eyes. We call it x-ray vision. It lets you see if your customers are happy or disappointed, if they are loyal to your brand or if they would like to move on with another option. This superpower can tell you if they are aware of your current offers and promotions or if they are forgettable in their minds. The superpowers of CX allow every brand to see through the eyes of their customers.

The DMAasia Brand Trail is a new concept introduced to the marketing community. A unique representation of insights from a variety of industries, ranging from eCommerce and financial services to food and property.

The DMAasia Brand Trail for CX Superpowers was held in Mumbai & Gurugram on 10th Nov and 17th Nov. It was an interactive session which has garnered industry-wide participation from over 40 CxOs in attendance.

We started with a simple objective: collectively finding what it will take to win in 2023 and how brands can grow at scale.

The perspectives mentioned here have been captured at the Cx Superpowers event by our team at DMAasia. It's a wealth of techniques that you can deploy for your brand.

What is your brand's favourite superpower? Let us know and we would love to get you featured here at the DMAasia Brand Trail.

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